The competition between Snapchat and Instagram has been heated since Instagram unveiled its Stories feature in 2016. Since then, the two have been fighting to gain control of not only users, but money generated from advertising. Currently, Snapchat and Instagram Stories both reach about 150 million people a day. With a similar audience size, Snapchat and Instagram have to differentiate themselves to advertisers through their ad capabilities, something that both companies are constantly working to address.
Should we be blogging? We get this question a lot. And the answer is a big fat clear… maybe.
It’s no secret that both users and search engines love fresh, unique content, right? Absolutely – when it’s timely, original, meaningful and well written. By blogging, you create the opportunity to build relationships with readers, position your organization as an expert in the field and provide new content for Google to index. We have seen the dramatic impact a strategic, well-run blog can have on increasing visibility and improving search engine rankings for an organization.
But that doesn’t mean it’s for everyone. We have also seen un-nurtured blogs become stale, outdated, duplicative and a liability.
Develop a Blog Strategy
Before you dive into blogging with both feet, take a step back and think about your purpose in doing so and, maybe even more importantly, your capacity to effectively execute it. Creating a roadmap can help position you, and your blog, for success. Some things to consider before you get started:
Audience – Who are they and what are they interested in? Use this as a guide in developing your content strategy.
Authors – Identify your key thought leaders in the organization and assess their capacity and willingness to develop content.
Content Strategy – Align your audiences’ interests with your authors’ expertise and map out what topics you plan to cover.
Content Calendar – Will you have topics assigned to specific days of the week? Or will the content cycle ebb and flow with current events? Will you create a blog schedule and assign posts to specific contributors? Or will you allow authors to self-select when they provide content? How will you hold your blogging team accountable for maintaining a steady stream of content?
Monitoring – Will you enable blog comments? If so, develop a policy on if, when and how to respond.
Distribution – Optimizing your blog content to be found in search is a great start, but how else will you distribute your blog posts to ensure they reach your target audience?
The numerous recaps of 2016 have been written, so it’s clearly time to usher in the “what will happen in 2017” articles, and we have a number of interesting insights and predictions for you this week. This is for certain: the only constant in our industry is change.
The decline of organic reach on social platforms continued in 2016. Changes in platform algorithms are making it harder and harder to get your messages in front of your followers. But fear not, says Fast Company, “The new social media order that’s taking shape in 2017 promises companies the kind of precision and measurable results long expected from traditional channels like print and broadcast.”
While the Fast Company article tells us as many as 25% of purchases are influenced by social media, this research-based article is a bit more specific, “45% of people are more likely to tell friends and family about a brand after watching a good video by that brand on social media.
Juxtaposed against organic reach, the social media and digital advertising target continues to move at a breakneck pace. The advent of live and 360 video offerings are the latest keeping advertisers on their toes…and there doesn’t seem to be any end to the constant change in sight.
Speaking of change, Google’s latest offering is connecting brands directly with YouTube personalities/influencers, leaving some influencer-related agencies wondering what their future seat at the table will look like.
What CenterTable and GroundFloor Media Blogged About This Week:
Looking ahead to a new year can be exciting when you’re crafting PR plans to support new products, big events, major milestones or exciting announcements. But, if you’re going into 2017 with nothing new on the horizon, don’t lose heart. There are still ways to keep your brand in front of the media and in the news!
Monitor for trends and breaking news
It’s always a good idea to monitor for trends and breaking news items that relate to your brand. This is easily accomplished by establishing Google Alerts relevant to you and having a list of brand spokespeople who you can quickly position as experts as the trend or news emerges. Now is a great time to freshen your list of experts, including their areas of expertise, current contact information and preferred methods of contact so that in a time-sensitive situation you can reach them quickly. Read more after the jump…
Millennials are a prized demographic for communicators – they’ve been analyzed and overanalyzed as companies adjust to millennials having more purchasing power than before or simply joining their workforce. But, it’s time to think about the next generation as they could be even more influential in changing the face of marketing communications.
When working with clients to differentiate their social media platforms we like to focus on creating a unique “voice” and identifying the different types of content for each platform that the brand/business may be active on. The strategic concept is only posting the type(s) of content that fits each platform and speaks to the audience who spends the most time on a specific platform – which will help the brand’s individual platforms grow much faster than otherwise. But often this can be much harder to execute day in and day out than resources allow.
We’ve got quite a few book worms at GroundFloor Media (GFM) and CenterTable. Then there are the rest of us who (thanks to #content) read a ton of blog posts, tweets and articles throughout the year but don’t get around to reading nearly as many books as we’d like.
One of the many great parts about the holidays is having a few days to dig in, potentially ditch the phone (gasp!), and read a good old-fashioned book or two. Along those lines, here are a couple that come highly recommended from our team, and that tie back to social media/digital strategy, business and company culture. If you’re looking for a few last minute holiday reading recommendations, we hope this helps. Read more after the jump…
Hard to believe the holidays are here again already. Are you finding yourself immersed in the usual hustle and bustle of the season, scrambling to finish some last-minute shopping for all those hard-to-shop for people on your list? We’ve got you covered. You’re sure to find something for each of the techies in your life right here! And thanks to some new releases, we’ve also got new ways to keep you and your friends and family connected this holiday season too. Read more after the jump…